How advisors can leverage content marketing

In a survey by the Content Marketing Institute, 75% of marketers attributed content creation to increased business success in 2018. Find out how using content marketing can help grow your accounting business in the future.

What is content marketing?

Content marketing can take a variety of shapes. Examples include blog articles, video blogs (vlogs), or posting on social media. Its goal is to strengthen your brand image, drive more traffic to your website, and increase enquiry conversion rates. The key for content marketing to be successful is content that’s valuable to your clientele – that includes existing clients and prospects.

Leveraging content marketing as accountants

The client relationship is built on trust. Content marketing aims to build on this using your specialist knowledge. It allows you to be all kinds of creative and peek beyond your usual accounting day-to-day – all while showcasing your expertise to the world. Sharing your insights will increase the public awareness of your business, reinforce your professional credibility and, thus, increase consumer consideration. Your content should be useful, relevant, and timely. Think about what your clients might want to learn from you. Then, you can share it on your social platforms and in your e-newsletters to maximise its reach.

Growing business using content marketing

Cloud accounting software like QuickBooks Online Accountant now means advisors like you can seamlessly work with clients all over the world. Attracting people beyond your own postcode, though, requires a strong online presence. Many referrals now come from online review platforms or social media, so this will be the all-important first impression people get of your firm.

Here, it will be crucial to give your visitors the opportunity to get it touch at any point throughout their browsing, or allow them to sign up to your mailing list. You should also always keep an eye on your direct messages (DMs) on social media, as you can expect to receive enquiries there as well. Pages on Facebook will measure your response frequency and time, so users have an estimate of how soon you’ll get back to them.

How to measure the success of content marketing

The success of a piece of content can be measured through a number of different factors, for example, the number of click-throughs, likes, shares, comments, or time spent on the page. These metrics are provided to you by tools like Google Analytics, Facebook Pixels, or Instagram Insights. However, in the end, it comes all down to how many people engaged with your post. While engagement can always be both positive or negative, either one will amplify your content and lead to a wider reach. The aim is to ultimately convert this audience into paying clients.

Information may be abridged and therefore incomplete. This document/information does not constitute, and should not be considered a substitute for, legal or financial advice. Each financial situation is different, the advice provided is intended to be general. Please contact your financial or legal advisors for information specific to your situation.